Advertising in podcasts can add to your reach and engagement with desired audiences. This growing audio medium delivers an attentive audience and strong brand recall. Advertising in podcasts has become an effective way to reach new and existing customers and should be seriously considered for your next media plan.
Podcast Audiences Are Growing
Podcast listening is now at an all-time high. 55% of Americans now claim to be monthly consumers. Audio consumption of podcasts continues to grow, however, podcasts using video are attracting
more podcast consumers to the medium.
Who Listens to Podcasts?
Podcast listenership (as reported by Edison Research) skews slightly more toward males (57%) than women (52%). More than half of monthly podcast listeners have a household income above $75,000. But audiences are becoming more diverse, with increases in listenership among older adults, people of color, and those without college degrees.
Podcasts are a viable media option to consider if you’re looking to reach millennial or Gen Z customers. Millennials and Gen Z tend to listen to podcasts featuring interviews with big celebrities. But they’ll also listen to shows that educate them about new trends or news that impacts their lives or careers. Millennials and Gen Z say they are more likely to listen to podcasts for professional reasons. More than half of millennials listen to educational podcasts.
Monthly podcast listening is seeing year-over-year growth for all ages. Daily podcast consumers listen more often, and to more titles. Advertising in podcasts is an effective way to reach engaged audiences.
Podcast Audiences Are Engaged With The Content
One big reason that podcast ads improve reach and engagement with your customers, is the way listeners interact with the medium itself. Audio messages provide value and offer a personalized experience. Consumers are more engaged when listening to digital audio because they’re curating very specific content driven by their own tastes.
In-car audio listening continues to grow. Podcast listening in cars falls just behind radio and online audio.
Podcast Ads Improve Reach and Engagement
Including podcast advertising in a media plan can be ideal for marketers looking to drive awareness, especially with unique audiences. There are a few different ways to run ads in podcasts.
You can run ads dynamically inserted, pre-, mid-, and post-roll. Sponsoring a podcast is one way to raise awareness with listeners who are loyal to specific podcasts. Host-read ads are another way to make a connection with listeners.
A great way to capture show-level data to measure ad performance is by creating a unique promo code for each podcast title. Promo codes can be mentioned by the host in the main content of the episode. They can also be promoted using more traditional pre-recorded ads. Take note, we do have certain recommendations in order for this to work well.
You must have the infrastructure to create and track multiple unique promo codes. Your sales channels (either directly or through a third party) must also be able to accept promo codes and provide reporting data on usage. These recommendations also apply when using vanity tracking URLs.
When using vanity tracking URLs in your podcast ads, we recommend having a custom landing page that mentions the referring offer. This lets customers know they’re in the right place, and also reminds them that your brand supports their favorite podcast.
Podcast Advertising Offers High Brand Recall
Whether you choose to use dynamic ads or host-read ads, podcast advertising offers high brand recall. Unlike with more passive media, podcast consumers are more likely to consider a brand they hear advertised on podcasts.
According to a recent survey by The Harris Poll, 49% of listeners say they took an action after hearing a podcast ad. Among those who acted, 20% made a purchase, 23% visited a website or social page, and 16% recommended a product or service to others.
Podcast Hosts Are Powerful Brand Advocates
What makes podcast advertising so unique? It’s the deep connection between hosts and their audiences. Listeners often see hosts as trusted, credible voices—especially when they endorse products. In fact, 68% of podcast listeners say they’re likely to trust recommendations from hosts, and 67% find host-read ads particularly effective. More than a third (36%) even prefer host-read ads over other formats, citing their conversational, personal delivery.
For brands, this means podcast hosts aren’t just ad channels—they’re influential partners, much like today’s top social media creators and influencers, capable of building authentic connections with audiences.
Reach Customers With Podcast Ads
It’s best to work with a media buying agency that has experience with all the logistics of buying this media. We can help you efficiently reach your desired audience, no matter how niche they are, using programmatic buying platforms. We secure the right placements for the campaign goals and we’ll also traffic and verify all ad units. If you need help producing the ad creative, we have many resources available.
With so many podcasts and so many listeners with buying potential, this audio medium makes sense for advertisers looking to drive top-of-funnel engagement. Let’s connect so we can learn more about your goals and then advise the best strategy so that your podcast ads improve reach and engagement with your customers.
FAQs
How can podcast advertising contribute to reach and engagement?
Podcast advertising reaches and engages audiences through an immersive audio medium. It taps into the growing listener base, creating opportunities for increased reach and strong brand recall.
Why are podcast audiences attractive for advertisers?
Podcast audiences are attractive because they are growing, highly educated, and receptive to advertising messages. They offer valuable demographics and a higher likelihood of considering advertised brands.
What are effective strategies for utilizing podcast ads?
Effective strategies include aligning with relevant shows, crafting compelling ad content, and using unique promo codes or tracking URLs.
What advantages do podcast ads offer over other forms of advertising?
Podcast ads provide a personalized listening experience, trust from loyal listeners, niche targeting, and opportunities for host endorsements.
How can advertisers measure the effectiveness of podcast ads?
Measurement can be done through promo code usage, website traffic, conversions, and analytics provided by podcast platforms.
Are podcast ads suitable for all types of businesses?
While effectiveness may vary, podcast ads can benefit businesses across various industries by aligning with relevant shows and engaging their desired audience.
